How Heike Young Uses Humor to Transform B2B Marketing – InstantFollowerz

Its rare that B2B is a Marketar hilarious on Linkedin.

And swimming “Posted by memes about Chatgt Taching over my job” Funny.

Mean frankly“” I watched this content in your free time “Type of humor.

And there are 20k followers (and some viral videos with 4m + views) to test it.

Today’s expert tells us to stop stopping over high quality content and why your customer covers Sunset SalesAlso.

Heike Young

Head of Content, Social and Integrated Marketing, Microsoft

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Lesson 1: Your goal should not be high content. Period.

When young people entered the conference room during the first day in Microsoft (this may have a virtual but for the sake of the story, imagine Crazy men Office), she told her team to heal It is not to create high quality content.

Its goal is to change minds.

Every time her team creates a part of the content, she asks himself: “What can we create actually will change the hearts and minds of our audience? And that’s the main task. “

Here is the example that our hits houses for us: We hit millions of views in one post in a post – “Top Movies All Times” on Hubpot.

(Yes. Approximately as to the product as much as you can get.)

But this year we have another look at that post and said, “Is it important that it attracts millions of views if there is no … Well, Hubpot?”

So we (finally) retreated the post. (I suggested a Wikin funeral, but we settled on divert 301)

This is a young motto and motivation between Beebind all its work. He says, “We hope that it does well, but really goes like creating an impact and change how people think and work – for our brand.”

There is a bonus for this lesson: creating content that changes the mind means writing, recording and publishing content that are provocative and unique. And that is the only type of content that will reduce noise anyway.

As young places: “Bold POV are a fairly only content left that is left.”

Lesson 2: Your B2B customer is the same person who covers the selink sunset.

A couple of years ago, young people have taken up comedy classes in La Uppright’s brigade, who passed students like Amy Poehler, Kate McKinnon and Nick Kroll.

And she now brings that comedy to her videos, some of what made up the millions of attitudes.

Why?

Because her B2B audiences are still making people. And people like to laugh.

“There is that idea that really imports to me, which is the content that moves with culture. The same person who approves that for your company SaaS is also at night without running sunset or twitch live at night. “

Adds, “In B2B, we entered this habit of acting as if people are so different. You know, they come to work and are suddenly on our work standards or dents different.”

Her reminder reminder Severance pay: There is a button, a professional B2B audience, and there are the people we have dinner with and watch movies and call our friends.

This artificial separation does not only do that our marketing feels firm – it is Iiffective.

Young says “I personally want to create content that has informed the culture in great information and relocates at that speed opposite the content I sealed in the time capsule 2001.”

Lesson 3: Content content that the genre is employed now is more than ever.

Young people go all in the personal content of LED 2025. years.

Why? Becusee, as she told me, content personal-leed can be a differentter core for your brand: “Everyone can answer a bunch of questions. No one can clone your people.”

(Take thatHe!)

In her current role, she is really focused on the content of employees and empowering his team to create on behalf of Microsoft.

And she walks a walk. For what a year ago, she began to publish their own videos on Linkedin about a year.

She told me as a leader, missing the opportunity to create content. Being, it was important to get the skin in the game. “And I really wanted to bet on myself.”

Surah, can be hell awkward to post the first awkwardly edited iPhone video and getting seven.

But you never know where that could.

You come with a full circle in our first lesson, the young adds: “It is important to change people on people around deeper topics, have deeper conversations, and just to talk.

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Duration of the question

This week’s question

Neither you do not marketing the leader thinks, how do you see that the strategic thinking is flu and the process of creating in a brand building? – Lisa Lazelle, senior directory of communication and engagement, best friends International

This week’s response

Young people: He is as effective as a mental partner. Ask you to break in your strategy and play the devil lawyer. Also ash to find additional research and information you have not considered. These workflows can make original ideas to stronger events.

All that says, probably human creativity is more critical than ever, and I love human fingerprints on the content of personality. For example, I recently slipped over all the tiny creative details in Severance pay.

I believe that some changes related to AI in marketing will happen faster than we are an expert, and others will happen slower. It’s just time to Tel of what it belongs to which category. So I lean into him where it is useful for me, and not forcing it where it doesn’t seem useful.

Question next week

Young asks: What is the marketing advice that you would receive earlier in your career, but you no longer give, because of the way marketing has changed?